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Research papers

Porsche research rally

The amount of user-generated content (UgC) in social media is rising constantly. More and more consumers exchange their product and brand experiences using social media platforms. For this reason an in-depth analysis of content in social media seems...

Catalogue: 3D Digital Dimensions 2012: (Online + Social Media + Mobile) Research
Authors: Martin Einhorn, Michael Löffler, Olaf Hofmann
Companies: SKOPOS, Porsche AG
November 6, 2012

Research papers

What customer information do category managers need?

Processing the right customer information is fundamental for category managers to become more market oriented. Information supply has to respect individual knowledge to support effective information processing and to avoid information overload. This...

Catalogue: ESOMAR Conference on Retailing/Category Management 2003
Authors: Martin Einhorn, Randy Drenth, Thomas Rudolph
October 26, 2003